The Before and After Project

Cif

Cif were launching the Before & After Project: an on-pack promotion aimed at ‘Making communities shine’ that gave consumers the opportunity to nominate a community centre, within their locality, for a special Cif clean.

To launch the campaign, we took on Cif’s biggest job ever: cleaning the roof of The O2 Arena, one of London’s most iconic landmarks. To celebrate this, we created a series of films and social content, that informed people about the activity and invited them to take part in the wider promotion.

The O2 is now a national icon but it also plays a huge role in the lives of the surrounding residents. To inspire participation of the wider project and to launch our stunt, we looked at the importance of how a community presents itself and how when they come together to make a change, they can tackle huge a challenge.

At the halfway mark, we caught up with the Cif Clean Team.

36 days into the clean, we met the team whose day job is climbing the roof of such an iconic building and saw first hand just what it takes to clean The O2.